25-­‐WORD
POSITIONING
STATEMENT
(WRITTEN)
This
statement
is
used
in
literature,
your
website,
and
other
sales
materials.
It
should
capture
how
you
are
positioned
versus
your
competitors
-­‐-­‐
your
value
proposition,
the
core
of
your
brand,
the
critical
thing
that
you
stand
for.
[Brand
Strategy
can
help]
Use
your
25
word
positioning
statement
whenever
you
need
a
very
short
synopsis
of
what
you
stand
for.
For
example,
you’ll
probably
use
it
on
your
homepage,
in
press
releases,
at
the
bottom
of
product
spec
sheets,
etc.
Your
25-­‐word
positioning
pitch
should
contain:
 Your
company
name
 What
you
do
 Who
your
customers
are
 One
or
two
of
the
most
important
reasons
customers
buy
from
you
(from
box
9
if
you
completed
exercise
23
in
Brand
Strategy)
Create
your
25-­‐word
positioning
statement
below:
If
the
statement
needs
improvement,
note
Review
–
make
sure
the
statement
iS
your
ideas
here
Simple
and
concise
Easy
to
understand
Interesting
and
engaging
Limited
to
one
or
two
benefits
Focused
on
a
distinct
advantage
Specific
rather
than
vague
or
broad
Honest
Meets
tone
and
style
requirements
Y
N
Does
your
25
word
positioning
statement
convey
your
value
proposition
&
brand

Messaging

Develop
Your
Positioning
Statements

page
1
of
3

identity
as
defined
in
the
Brand
Strategy?
If
not,
continue
to
revise
it
until
complete.

50-­‐WORD
POSITIONING
STATEMENT
(WRITTEN)
This
medium-­‐length
statement
builds
on
your
25-­‐word
statement
by
adding
the
most
important
functional
benefits
your
product
offers
to
your
customers.
[Brand
Strategy
can
help]
It’s
a
great
all-­‐purpose
positioning
statement
that
can
be
used
throughout
your
written
materials.
Your
50-­‐word
positioning
pitch
should
contain:
 Company
name
 What
you
do
 Who
your
customers
are
 The
one
or
two
most
important
emotional
benefits
[if
you
completed
23
–
Develop
Your
Brand
Architecture,
this
content
is
in
box
9]
 One
or
two
of
the
most
important
functional
benefits
[box
6]
Create
your
50-­‐word
positioning
statement
below:
If
the
statement
needs
improvement,
note
Review
–
make
sure
the
statement
is
your
ideas
here
Simple
and
concise
Easy
to
understand
Interesting
and
engaging
Limited
to
one
or
two
benefits
Focused
on
a
distinct
advantage
Specific
rather
than
vague
or
broad
Honest
Meets
tone
and
style
requirements
Does
your
50
word
positioning
statement
convey
your
value
proposition
&
brand
Y
N
identity
as
defined
in
the
Brand
Strategy?
If
not,
continue
to
revise
it
until
complete.

Messaging

Develop
Your
Positioning
Statements

page
2
of
3

100-­‐WORD
POSITIONING
STATEMENT
(WRITTEN)
Your
100-­‐word
positioning
statement
builds
on
your
50-­‐word
statement
by
adding
more
benefits
and
features.
It
should
contain:
 Your
company
name
 What
you
do
 Who
your
customers
are
 How
long
you’ve
been
in
business
 Where
you
operate
(if
important)
 One
or
two
of
the
most
important
emotional
preference
drivers
[if
you
completed
23
–
Develop
Your
Brand
Architecture,
this
info
is
in
box
9]
 Most
important
functional
benefits
[box
6]
 Key
features
[box
3]
 Additional
emotional
benefits,
functional
benefits
and
features
as
desired[box
8,
5,
and
2]
This
statement
should
be
2-­‐3
paragraphs
with
bullets
if
appropriate;
make
sure
it’s
easy
to
skim
and
comprehend.
Create
your
100-­‐word
positioning
statement
below:
If
the
statement
needs
improvement,
note
Review
–
make
sure
the
statement
is
your
ideas
here
Simple
and
concise
Easy
to
understand
Interesting
and
engaging
Limited
to
one
or
two
benefits
Focused
on
a
distinct
advantage
Specific
rather
than
vague
or
broad
Honest
Meets
tone
and
style
requirements
Does
your
100
word
positioning
statement
convey
your
value
proposition
&
brand
Y
N
identity
as
defined
in
the
Brand
Strategy?
If
not,
continue
to
revise
it
until
complete.